Strong statement time: social media can be a pain to manage.
In the world of social media marketing, it can be hard to keep your head above water. Take a look at architecture, engineering, and construction industry calendars and you’ll see so many applicable days, weeks, and months that it can make your head spin: National HVAC Tech Day, Construction Safety Week, Landscape Architecture Month or World Wetlands Day, just to highlight a few. And we haven’t even factored in Popcorn Lover’s Day, International Jazz Day, or the National Day of Unplugging.
All of these celebrations are enough to make you wish the National Day of Unplugging was a daily event. (It’s the first Friday in March, if you’re curious.) So, if you’re new to the social media marketing game and find yourself standing at the starting line, consider a “safety first” approach, and arm your AEC social media marketing strategy with some basic PPE — Projects, People, and Events, in this case! These are the cornerstones that define your company, showcasing your differentiation and highlighting how your team collaborates and connects with others in the industry.
Projects
Whether you wield a hammer or a stylus, your projects serve as the ultimate megaphone for showcasing your firm’s expertise. Engaged in the remediation of an age-old landfill? Seize the moment and capture your hardhat-clad crew in action. Take a photo of equipment you’re using out in the field. Add a powerful narrative to these photos, unveiling the “who,” the “what,” and the “where.” These visuals are your story’s loudest speakers and give context to the work you’re doing.
Sharing your projects on social media increases your company’s visibility and helps create brand awareness. It allows you to showcase your work to a wide audience, including potential clients, partners, and industry peers – hence, the virtal nature of platforms like LinkedIn, Instagram, Twitter (or X), Facebook, YouTube and TikTok.
When you highlight your projects, you can engage with followers through comments, likes, shares, and direct messages. This interaction can help you build a community around your brand. Social media can also help facilitate connections with other businesses, potential collaborators, and industry influencers. Highlighting your projects can lead to new partnerships and opportunities.
Showcasing your company’s experience can give you a competitive advantage by setting you apart from competitors. It shows that you are actively engaged in meaningful work and that you’re proud to share it with the world.
People
Your employees are the lifeblood of your company. They keep everything moving. Their collective talents keep your clients coming back and allow you to boast a high rate of repeat business. Highlighting your dedicated team is a great way to humanize your brand. It shows that your company is made up of real people with personalities, passions, and expertise. This humanization can make your company more relatable, approachable, and memorable.
Highlighting your people also helps build trust and credibility with your audience. In the professional services industry, we typically market our people as the solutions to the challenges faced by clients. And, lucky us, people are more inclined to gravitate towards other people than to faceless brands. It also helps showcase your expertise. When you share insights, tips, and achievements on social media, it positions your company as a knowledgeable resource, attracting clients and partners seeking your expertise.
Highlighting your employees can also serve as a recruitment tool. Talented individuals are more likely to be interested in working for a company that values and celebrates its team members. It can also help with employee retention by boosting morale and pride in the workplace.
Sharing employee milestones, awards, and success stories can be a great way to celebrate the people behind your company’s accomplishments, reinforcing the positive culture within your organization.
Events
Sharing the events your company is attending increases your brand’s visibility. It allows you to reach a broader audience, including potential customers, partners, and industry peers who may be interested in attending or exhibiting at the same events. By promoting your presence, you make it easier for people to find and approach you.
Recapping your learnings and observations from industry exhibitions and conferences can position your company as a thought leader in your industry. It shows that you are actively engaged in relevant conversations and staying up-to-date with the latest trends and developments.
Events often generate valuable content opportunities. You can create pre-event content (e.g., countdowns, teaser videos), live updates during the event, and post-event content (e.g., event recaps, interviews) that can be shared on social media. This content not only promotes the event but also reinforces your company’s commitment to the host organization.
Promoting your event attendance can also attract potential talent. People interested in your industry or company may see your active participation as a positive sign and consider joining your team.
We’ll conclude with another strong statement: social media can be a pain to manage, but it doesn’t have to be. When you’re strategizing your company’s social media plan of attack, we encourage you to consider PPE as you map out recurring topics and themes. Before you know it, you’ll have a presence online that reflects the work you’re doing and the people who are doing it — a win-win in the world of AEC social media marketing.